In his case study solutions chapter, Morris gives advice on why SMEs should focus on case studies rather than broadening their marketing budgets. He also describes how case studies create a “demand network” that allows businesses to create a stronger customer relationship, generating increased profits. Strategic decision making, however, is more complicated than knowing when to do case studies and how.
One question Morris covers in his case study solutions is how to manage internal culture and strategy for companies that have been successful in one industry, but are struggling to survive in another. Why is it that some businesses, despite being successful, are still sinking while others have seen their stocks rise?
The Case Study Solution to the puzzle is simple: They were facing two very different types of challenges. They were not fighting the same type of opponent. As a result, they had different strategies.
Because there was only one strategy for SMS businesses, they could not properly align their business goals and objectives with their actions. To illustrate, if they had the same goals as their competitors, they would not be spending the same amount of money or time on marketing, staffing, sales, and brand development, because they share the same goals.
But by putting together a case study, they can show whytheir business goals are aligned, and how they could have more success if they tried a different approach. The case study also provides insights into the strengths and weaknesses of the competitors they’re competing with, and the gaps in their knowledge and marketing resources.
After each chapter, there is a question, intended to answer the reader’s curiosity about the case study. The FAQs section at the end of the chapter explains more about the case study and its insights.
For the reader who is unsure about how to use a case study, a little professional case analysis can help. Each of the case studies provided provides insight and perspective into the businesses it is about, which could be valuable in helping to bring together different mindsets to make better strategic decisions.
There are various forms of case studies, from original research studies, to the most recent and innovative research designs, such as survey or field studies. These cases allow a company to capture its own thoughts about what their business needs, wants, and values are, as well as what they are currently doing that might need improvement.
The format of this book is an opportunity to turn to these types of case studies, to increase efficiency and effectiveness in a number of areas, while also focusing strategic decision making on real issues that matter to the customers. This is especially helpful for SMEs, or small to medium sized businesses, because these types of organizations have fewer resources to devote to strategy.
The Case Study Solution is not the only book you need to read about small to medium sized business, such as SME’s, because this does not address all of the various issues that might be unique to their situation. There are several other books that could help you understand these challenges, as well as identify and prioritize strategic problems in business.
Michael Schwartz has been a writer and consultant to some of the world’s most successful companies. He has studied small business, both within the confines of the traditional corporation and those who pursue growth through the new and emerging business models.